From EA to a trusted project owner: how one EA grew into running a US retail operation’s back office
Fizza Memon runs recruitment, onboarding and employee paperwork for Sameer Ashraf, founder of Jazz Telecom LLC. As Sameer came to trust her delivery, more of the back office moved to her. She works from detailed briefs and clear deadlines, without micromanagement.
About the founder and business
Jazz Telecom LLC is a Boost Mobile dealer with retail stores in the US market. Founder Sameer Ashraf runs the business with his US store managers and a back-office team.
Store operations sit with Sameer and his US managers. Fizza handles the back office from Karachi: recruitment, onboarding, employee documentation and the admin work that keeps the company moving.
The challenge
Never-ending hiring. Sales roles are open all year, so someone must own every step of the recruitment cycle.
First impressions matter. US candidates who meet a slow or unresponsive process tend to ghost the company, even when the pay is good.
A very busy owner. Sameer cannot walk an assistant through every Excel file. He needed someone who could figure things out from limited information.
Many moving pieces. Utility bills, internet vendors, presentations, SOPs and follow-ups across managers all needed a reliable owner.
The solution
Fizza’s scope did not arrive all at once. It widened as Sameer saw how she worked.
- Stage 1: A focused start
- Recruitment and onboarding, the work closest to her HR background.
- Stage 2: Trust earned through delivery
- Sameer gives her a short brief with only the important information and a deadline. She works through it herself, using AI when the task is unclear, and calls him only when she is truly blocked.
- Stage 3: More handed over
- Excel files and commission calculations, business presentations, investor deck and board meeting preparation, vendor sourcing, utility bills, and SOP creation and process documentation.
Hiring, end to end. Fizza is the entire hiring department. She owns the full cycle from job post to onboarding, calls candidates instead of relying only on texts, schedules interviews with team managers, and files completed documents in the shared drive.
Coordination. She puts back-office tasks in ClickUp, tracks whether each owner is delivering on time, and follows up privately once or twice before posting in the group chat. SOPs are approved by Sameer, so Fizza can hold staff and managers to them.
Results
A role that grew with trust. Fizza moved from a focused scope to owning hiring, task follow-up, SOPs, decks and vendor work.
A whole function, one owner. Fizza runs hiring from first contact to onboarding and record keeping on her own.
A stronger employer brand. Prompt calls, quick answers and help with paperwork show candidates a company that takes them seriously, which reduces ghosting.
“He gives me a brief and a deadline. I only call when even AI can’t get me past a hurdle.”